How Citibank created a retail niche for itself in Japan

Abstract

In 1984 only a gaijin optimist would have believed that Citibank could overcome its operational handicaps in Japan. But by using a differentiation strategy that benefited the downtrodden Japanese depositor, Citi changed the rides in retail banking.

Citation

Grossberg, K.A. (1989), "How Citibank created a retail niche for itself in Japan", Planning Review, Vol. 17 No. 5, pp. 14-48. https://doi.org/10.1108/eb054268